Growth Creative Strategist: Hypothesis-Driven Concepts

NSTY HOLDING SDN BHD; Petaling Jaya; On-site; MYR 60,000 - 100,000; Full time

Job summary

NSTY Holding Sdn Bhd is seeking a Creative Strategist to own the creative hypothesis, craft testable concepts, and drive learning loops from performance data. You will mine customer signals, develop platform-specific hooks, and produce hypothesis-led briefs across video, creator-led, static and hybrid formats, reporting to the Head of Digital at NSTY Holding HQ in Petaling Jaya, Selangor.

The role emphasizes customer language over corporate copy and requires 2–4+ years in performance creative or

Qualifications

• 2–4+ years of experience in performance creative, direct-response marketing, creative strategy, growth creative, paid-social creative or adjacent roles.
• Demonstrable understanding of Meta and TikTok creative performance.
• Able to interpret ROAS, CPA/CAC, CTR, CPM, hook/thumbstop rate, hold/retention and conversion signals.
• Strong customer and competitor research ability.
• Strong direct-response copywriting and messaging fundamentals.
• Able to develop differentiated angles, concepts, hooks, hypotheses and production-ready briefs.
• Comfortable producing a sustained volume of ideas without lowering strategic quality.
• Able to separate personal creative taste from commercial evidence.
• Highly organised with concept tracking, taxonomy and learning documentation.
• Curious about culture, consumer psychology, content formats, creators and changing platform behaviour.

Responsibilities

• Continuously mine customer feedback across reviews, social comments, and surveys to identify needs, objections, and language.
• Review Meta and TikTok performance metrics and organic response to inform new concepts.
• Translate research and signals into actionable insights and priority messaging by persona.
• Develop net-new concepts across video, creator-led, static and hybrid formats with defined audience and proof.
• Create hooks and scripts using customer language and proof over corporate copy.
• Produce hypothesis-led briefs covering audience, insight, angle, hypothesis, concept, and success criteria.
• Maintain a structured backlog and taxonomy for assets under each concept.
• Review assets before launch to ensure alignment with the original hypothesis.
• Conduct weekly reviews of winners, losers, and inconclusive tests to diagnose drivers.
• When a concept validates, build 3–5 iterations and strong creative families.

Skills

Performance creative

Direct-response marketing

Creative strategy

Paid-social creative

Copywriting

Messaging

Job description

NSTY Holding Sdn Bhd is seeking a Creative Strategist to own the creative hypothesis, craft testable concepts, and drive learning loops from performance data. You will mine customer signals, develop platform-specific hooks, and produce hypothesis-led briefs across video, creator-led, static and hybrid formats, reporting to the Head of Digital at NSTY Holding HQ in Petaling Jaya, Selangor.

The role emphasizes customer language over corporate copy and requires 2–4+ years in performance creative or